Big Apple is family-owned convenience store chain with 70+ stores across Maine, New Hampshire and Vermont. When the company was experiencing a lack of brand awareness and a decline in fuel sales due to low gasoline prices, they partnered with Vreeland to help raise their brand profile and drive in-store sales to offset fuel losses.
Our first goal was to identify Big Apple’s most valuable audience by defining what customer segments held the greatest potential for sales and loyalty. We conducted an in-depth competitor analysis and uncovered opportunities for Big Apple to corner its own piece of the market by focusing on who to target and how to best reach them.
Next, we developed a brand platform including brand values and attributes that were in strong alignment with their primary audience. We also crafted the voice of the brand—the hard-working, fun-loving, trouble-making Uncle Rick, who just happens to be Big Apple’s biggest fan. We brought the brand to life with a radio campaign packed with value added on-air contests and event sponsorships designed for maximum listener engagement.
The Uncle Rick character was designed to appeal to Big Apple’s core audience while being fun and relatable to just about any down-home New Englander. Since the campaign’s inception, Big Apple has experienced year-over-year in-store sales growth, as well as the benefits of a catchy campaign that listeners love.